McDonald’s $300 million tech deal will revolutionize menus

From Leslie Patton and Bloomberg News

McDonald’s, in its largest acquisition in 20 years, is buying a decision-logic technology company to better personalize menus in its digital push.

The world’s biggest restaurant chain is spending more than $300 million on Dynamic Yield.

With the new technology, McDonald’s restaurants can vary their electronic menu boards’ display depending on factors such as the weather — more coffee on cold days and McFlurries on hot days, for example — and the time of day or regional preferences. The menus also will suggest add-on items to customers.

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